WPP poised to retain Coca-Cola’s global agency business
WPP will not bid for Coca-Cola’s North America media account
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Published: Sep 12, 2026 5:01 PM | 1 min read
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- WPP is anticipated to retain Coca-Cola's global media, data, and technology business but will not pursue the North America media account.
- This decision follows Coca-Cola's appointment of WPP nearly five years ago to manage various marketing functions for around 200 brands under the Open X unit.
- WPP's share of the business decreased in early 2025 when Coca-Cola appointed Publicis Groupe for its North America media account, while WPP continues to handle global creative and PR.
- Coca-Cola is currently reviewing its North America media account, which is managed by Publicis, and is in discussions with Omnicom and Dentsu for potential partnerships.
WPP is expected to retain Coca-Cola’s global media, data and technology business and will not bid for its North America media account, according to latest media reports.
The move follows Coca-Cola’s appointment of WPP nearly five years ago to manage creative, media, data and marketing technology for around 200 brands under a dedicated unit, Open X.
WPP’s share of the business was reduced in early 2025 after Coca-Cola appointed Publicis Groupe for its North America media account. WPP continues to oversee Coca-Cola’s global creative and PR.
Read On: Coca-Cola initiates review of media mandate
WPP was expected to retain the business after Publicis Groupe won PepsiCo’s global media account. Following the move, Coca-Cola began reviewing its North America media account, currently handled by Publicis.
Coca-Cola is also in discussions with Omnicom and Dentsu for its North America media business. Dentsu already works with the company in Japan and South Korea, markets that were excluded from the global review.
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